OPTIMIZING E-LEARNING PLATFORMS: A CUSTOMERCENTRIC APPROACH TO PRODUCT IMPROVEMENT AND MARKETING STRATEGY FOR PT XYZ’S SUBSCRIPTION SERVICE

The study commences by illustrating the critical gap between the formal education system and the burgeoning industrial requirements in Indonesia. Addresses PT XYZ's critical business issue of overdependence on a single government program, emphasizing the urgent need for diversifying its revenue...

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Main Author: Tegar Aditya, Muhammad
Format: Theses
Language:Indonesia
Subjects:
Online Access:https://digilib.itb.ac.id/gdl/view/80645
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Institution: Institut Teknologi Bandung
Language: Indonesia
id id-itb.:80645
spelling id-itb.:806452024-02-19T14:09:53ZOPTIMIZING E-LEARNING PLATFORMS: A CUSTOMERCENTRIC APPROACH TO PRODUCT IMPROVEMENT AND MARKETING STRATEGY FOR PT XYZ’S SUBSCRIPTION SERVICE Tegar Aditya, Muhammad Manajemen umum Indonesia Theses E-Learning, Marketing Strategy, Customer Preferences, Online Education, Product Improvement, Market Analysis. INSTITUT TEKNOLOGI BANDUNG https://digilib.itb.ac.id/gdl/view/80645 The study commences by illustrating the critical gap between the formal education system and the burgeoning industrial requirements in Indonesia. Addresses PT XYZ's critical business issue of overdependence on a single government program, emphasizing the urgent need for diversifying its revenue sources. Introduces PT XYZ's strategic shift towards the "E-Learning Subscription" service, aimed at bridging the education-industry gap and aligning with market demands. In the literature review, the thesis delves into a comprehensive examination of existing research on e-learning platforms, marketing strategies, and consumer behavior. This exploration offers a foundational understanding of the e-learning market dynamics, highlighting the importance of customer-centric strategies in this digital education sphere. Focusing on descriptive research design to deeply understand e-learning user behaviors and preferences, engaging 595 quantitative and 32 qualitative participants aged 18-34 through questionnaires and interviews. This approach, using random and purposive sampling techniques, integrates both quantitative and qualitative data, enriched by detailed demographic analyses. This methodology ensures a comprehensive approach to understanding PT XYZ’s market dynamics and consumer insights The data analysis and findings section provides a detailed analysis of PT XYZ’s ELearning Subscription prototype, evaluating user perceptions of paid e-learning platforms and specific feedback on the prototype. It compares general perceptions with prototype feedback, identifying strengths and areas for improvement. This chapter culminates in formulating a comprehensive marketing strategy, focusing on enhancing user acquisition, retention, and revenue growth, supported by measurement model, descriptive, and qualitative analyses. The conclusion and recommendations of the thesis propose practical strategies for PT XYZ, focusing on aligning with user preferences to diversify revenue. Key suggestions include enhancing the platform's interactivity, practicality of content, and user interface. It highlights gaps in user expectations versus actual offerings, especially in content relevance and pricing. Recommended strategies encompass improving interactive features, resolving technical issues, implementing balanced pricing, and fostering a community environment. Additionally, it emphasizes developing a targeted marketing strategy to better engage and expand the user base, which is crucial for meeting user needs and securing the long-term success of PT XYZ's e-learning initiative. text
institution Institut Teknologi Bandung
building Institut Teknologi Bandung Library
continent Asia
country Indonesia
Indonesia
content_provider Institut Teknologi Bandung
collection Digital ITB
language Indonesia
topic Manajemen umum
spellingShingle Manajemen umum
Tegar Aditya, Muhammad
OPTIMIZING E-LEARNING PLATFORMS: A CUSTOMERCENTRIC APPROACH TO PRODUCT IMPROVEMENT AND MARKETING STRATEGY FOR PT XYZ’S SUBSCRIPTION SERVICE
description The study commences by illustrating the critical gap between the formal education system and the burgeoning industrial requirements in Indonesia. Addresses PT XYZ's critical business issue of overdependence on a single government program, emphasizing the urgent need for diversifying its revenue sources. Introduces PT XYZ's strategic shift towards the "E-Learning Subscription" service, aimed at bridging the education-industry gap and aligning with market demands. In the literature review, the thesis delves into a comprehensive examination of existing research on e-learning platforms, marketing strategies, and consumer behavior. This exploration offers a foundational understanding of the e-learning market dynamics, highlighting the importance of customer-centric strategies in this digital education sphere. Focusing on descriptive research design to deeply understand e-learning user behaviors and preferences, engaging 595 quantitative and 32 qualitative participants aged 18-34 through questionnaires and interviews. This approach, using random and purposive sampling techniques, integrates both quantitative and qualitative data, enriched by detailed demographic analyses. This methodology ensures a comprehensive approach to understanding PT XYZ’s market dynamics and consumer insights The data analysis and findings section provides a detailed analysis of PT XYZ’s ELearning Subscription prototype, evaluating user perceptions of paid e-learning platforms and specific feedback on the prototype. It compares general perceptions with prototype feedback, identifying strengths and areas for improvement. This chapter culminates in formulating a comprehensive marketing strategy, focusing on enhancing user acquisition, retention, and revenue growth, supported by measurement model, descriptive, and qualitative analyses. The conclusion and recommendations of the thesis propose practical strategies for PT XYZ, focusing on aligning with user preferences to diversify revenue. Key suggestions include enhancing the platform's interactivity, practicality of content, and user interface. It highlights gaps in user expectations versus actual offerings, especially in content relevance and pricing. Recommended strategies encompass improving interactive features, resolving technical issues, implementing balanced pricing, and fostering a community environment. Additionally, it emphasizes developing a targeted marketing strategy to better engage and expand the user base, which is crucial for meeting user needs and securing the long-term success of PT XYZ's e-learning initiative.
format Theses
author Tegar Aditya, Muhammad
author_facet Tegar Aditya, Muhammad
author_sort Tegar Aditya, Muhammad
title OPTIMIZING E-LEARNING PLATFORMS: A CUSTOMERCENTRIC APPROACH TO PRODUCT IMPROVEMENT AND MARKETING STRATEGY FOR PT XYZ’S SUBSCRIPTION SERVICE
title_short OPTIMIZING E-LEARNING PLATFORMS: A CUSTOMERCENTRIC APPROACH TO PRODUCT IMPROVEMENT AND MARKETING STRATEGY FOR PT XYZ’S SUBSCRIPTION SERVICE
title_full OPTIMIZING E-LEARNING PLATFORMS: A CUSTOMERCENTRIC APPROACH TO PRODUCT IMPROVEMENT AND MARKETING STRATEGY FOR PT XYZ’S SUBSCRIPTION SERVICE
title_fullStr OPTIMIZING E-LEARNING PLATFORMS: A CUSTOMERCENTRIC APPROACH TO PRODUCT IMPROVEMENT AND MARKETING STRATEGY FOR PT XYZ’S SUBSCRIPTION SERVICE
title_full_unstemmed OPTIMIZING E-LEARNING PLATFORMS: A CUSTOMERCENTRIC APPROACH TO PRODUCT IMPROVEMENT AND MARKETING STRATEGY FOR PT XYZ’S SUBSCRIPTION SERVICE
title_sort optimizing e-learning platforms: a customercentric approach to product improvement and marketing strategy for pt xyz’s subscription service
url https://digilib.itb.ac.id/gdl/view/80645
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